JOURNAL | 02.05.2025
WHAT’S UNDERNEATH?
When we founded SOAP, we were looking at the gap between what men were wearing beneath their outer layers, and what they actually wanted to be wearing.
What exactly was underneath? The results spoke for themselves – most men didn't really seem to know. Few mentioned a favourite ‘go-to’ brand; the majority couldn’t even tell us what size they wore – either their partners bought them for Christmas or birthday gifts, or they'd grabbed the quickest thing they could find off the shelves (before wearing them out until the fibres disintegrated).
We realised that men needed better, cleaner underwear – not just for comfort and style, but to elevate the overall offering in the space: toxin-free products that weren’t made cheaply in mass production factories in the third world, as many big name brands today are. We set out to create an ethical, higher quality, accessible alternative that people would actually seek out and look forward to wearing (with fibres that hopefully wouldn't give out so readily – and when they did, the wearer would know exactly where to go to replace them).
The result is the SOAP Men’s Boxer Trunk, our debut 2025 offering.
We think you’ll love What’s Underneath them: Superior comfort with our unique bamboo blend fabric and thread. Buttery soft feel, with a unique, tag-free ‘Better Band’ elastic waistband. Totally transparent and ethically driven production from well paid artisans in a fair trade atelier in Portugal. OEKO-TEX 100 Standard materials, free of nasty chemicals and toxins. Cool colours that you can’t get anywhere else – Peach, Coconut Milk, Charcoal, Sky, and Turmeric, all inspired by our Barcelona surroundings.
As a transparent apparel brand, we want to be as open as possible about our production back end, and how we work on a day to day basis. But we’ll be asking ‘What’s Underneath?’ about a lot more than just the underwear we make – we'll be diving into the neighbourhoods we work and live in, the journeys we take to make great, ethical fashion, and the people we come across who make the global SOAP community a thriving, discerning, super well-dressed one – over and under.